THE OREGON EDUCATIONAL TELEVISION PROJECT, 1959 TO 1963. EDUCATIONAL TELEVISION PROJECT, FINAL REPORT.

SHEPHERD, JOHN R.

THE FOUR MAJOR EFFORTS OF THE OREGON EDUCATIONAL TELEVISION PROJECT WERE SUMMARIZED. THE REPORT (1) RECOUNTED THE HISTORY OF THE RESEARCH EFFORT, (2) SUMMARIZED THE SECONDARY SCHOLARLY PRODUCTS OF THE PROJECT, (3) ABSTRACTED RELATED PRELIMINARY REPORTS, AND (4) PROVIDED GENERALIZATIONS BASED ON DATA COLLECTED DURING THE COURSE OF THE STUDY ENCOMPASSING THE RESISTANCES TO EDUCATIONAL TELEVISION AS A CULTURAL INNOVATION. THE GENERALIZATIONS WERE--(1) THE FAMILY ITSELF MAY BE THE GREATEST BARRIER TO THE FULL USE OF EDUCATIONAL TELEVISION, (2) AUDIENCES TEND TO SEE TELEVISION AS A SOURCE OF ENTERTAINMENT AND NOT AS A CONVEYOR OF EDUCATION, (3) MOST PEOPLE FEEL THEY SHOULD PAY LIPSERVICE TO EDUCATIONAL TELEVISION BUT RELATIVELY FEW WILL WATCH IT, (4) THOSE WHO DO VIEW EDUCATIONAL TELEVISION SEEM INTERESTED IN ACQUIRING FACTS RATHER THAN IN DEVELOPING VALUES, (5) TELEVISION VIEWERS HOLD STEREOTYPED VIEWS OF WHAT EDUCATIONAL TELEVISION IS REALLY LIKE, AND (6) IN SPITE OF THE SIZE OF THE PROBLEM, IT IS POSSIBLE TO INCREASE THE EDUCATIONAL TELEVISION AUDIENCE. RELATED REPORTS ARE ED 003 242, ED 003 243, AND ED 003 641 THROUGH ED 003 645. (HB)